[puranjay]

Rohin Dhar highlighted a very critical issue in this industry: that marketers hire writers who don't really have any stake in the company's success, or an understanding of its core product.

If you're writing content for a CRO tool, you need to know CRO yourself.

If you're writing content for a data analytics tool, you need to have a basic understanding of data analysis.

Those $50/article writers don't have that. If they did, they wouldn't be writing $50 articles.

I feel content marketing has to evolve from mere "content" to "expertise" marketing.

Sure, a great writer can research, but you need hands-on experience to write something that truly stands out.

[charshman]

>>> I feel content marketing has to evolve from mere "content" to "expertise" marketing.

I totally agree with this point.

The most trusted, shared, reputable content is either written by practitioners or, like Priceonomics says, about a company's data or industry or people.

I am a content marketer for a CRO tool and make it a point to run A/B tests on our marketing site and blog as often as possible so I know what I'm talking about. It's my editorial duty to know as much as possible about the subject I'm writing about.